This is a big change in the automobile industry, which Toyota is giving to his luxury brands. The Japanese car manufacturer announced on the Japan Mobility Show, October 29, 2025 that, Century would have the status of independent ultra-luxury brand, positioned above the Lexus brand. This was the present announced a new way to the automotive portfolio of the Japanese car manufacturer, giving a much more precise conceptual distinction between ordinary cars, luxury global and luxury general and exclusive chauffeur vehicles.

The new five-brand portfolio gives each of the companies’ operations a clear and differentiated position within the overall automotive business. We will deliver a luxurious passenger car experience through Century, enhanced pursuance of craftsmanship, and creating new, customised customer experiences, with Lexus. By enabling it to promote more new ideas for design and fun-to-drive future luxury mobility concepts, Lexus is given more freedom to innovate. Maintaining its identity as a performance brand and a participant in motorsports, the performance brand GR; the mainstream customers of Toyota; and the specific-market vehicles of Daihatsu will continue to serve specific market needs.

1. Toyota’s New Five-Brand Corporate Hierarchy

By placing Century on a pedestal above Lexus, Toyota has taken a significant step away from the hierarchy where every luxury model was an expression of the highest possible Lexus refinement. Instead, that refinement has been placed in its own hierarchy below Century, which offers an even more personalised approach to premium. This new way of presenting its range enables Toyota to go after multiple segments without creating more condescending synergies.

Toyota’s Five Distinct Automotive Brands:

• Century focuses on ultra-luxury and bespoke chauffeur-driven vehicles
• Lexus serves global luxury customers through premium vehicles and innovative mobility
• GR represents performance engineering, sports cars and motorsport
• Toyota provides mainstream vehicles for everyday transportation
• Daihatsu concentrates on compact vehicles and local mobility requirements

Where Toyota did indeed have fairly strong brand differentiation (which is what they were after) they lacked product differentiation between these brands. Century can now go out and position itself as a clear and separate brand that is not limited or defined by its connection to the Lexus family, but instead, Century can help Toyota target customers that want something more special, superior, exclusive, custom-made. Lexus already wants to target customers from both of these segments, but having a separate model like Century would give Lexus the freedom to target premium luxury customers while the Century targets the even more exclusive ultra-luxury market. By doing this Toyota could in time have a global portfolio of brands that attracts a broad spectrum of customers.

2. Why Century Has Been Positioned Above Lexus

Lexus had long been the main luxury brand of Toyota and the company’s rival to premium brands from other automakers. However, providing luxury vehicles to a global customer base can require quite a different level of service to making cars for the most exotic of clients. Introducing a Lexus above the Lexus, Toyota can treat traditional luxury cars separately from the highest level of personalisation, craftsmanship and chauffeur comfort, said Chairman Akio Toyoda.

Key Reasons Behind the Strategic Change:

• Establish a dedicated identity for ultra-luxury automobiles
• Reduce overlap between Century and Lexus products
• Give Lexus greater creative freedom in future vehicle development
• Strengthen the international recognition of Japanese luxury craftsmanship
• Create opportunities for more exclusive and individually tailored vehicles

It’s not just about sticking one badge on top of the other though. It’s also about establishing a clearer role for each brand and a different attitude toward customer expectations. With a separate premium division, Century can zero in on highly exclusive, specialised vehicles and leave Lexus free to continue to manufacture more modern high end cars without the burden of being responsible for all the prestige of Toyota’s top end range. That could help both brands carve out their own identities and attract their own individual sets of customers. Century might become all about exclusivity, tailored services and bespoke vehicles and Lexus about futuristic design, quality and modern luxury.

3. Akio Toyoda’s Vision for the Century Brand

Akio Toyoda’s statement at Japan Mobility Show played into a larger goal of advancing Japanese automotive expertise and culture. He introduced Century as a uniquely-sourced car, and offered insight into why it needed a clearer position within Toyota. The automaker says it will position Century not simply as another model in the spectrum of the brand, but as its own marque, with its own character and purpose.

Core Elements of Toyoda’s Vision:

• Build a brand around Japanese craftsmanship and cultural heritage
• Preserve Century’s distinctive identity and traditional values
• Give the marque a clear position at the top of Toyota’s portfolio
• Encourage highly individualised vehicle development
• Introduce Japanese ultra-luxury to a broader international audience

The need to combine Century’s name with authenticity rather than mimicry of established luxury marques’ identity is also a key factor in Toyoda’s outlook and could have a role in shaping future Century models, interior trim and accessories and bespoke customer-oriented services. The measure of success will be balancing Century’s traditions of craftsmanship with modern high-level expectations that ultra-luxury customers seek a part of the experience: creative use of contemporary Japanese design and craftsmanship with cutting edge technology and personalized bespoke services, give them a new quality of purpose and luxury in an ultra-high-value product.

4. Century’s Historic Heritage and Japanese Prestige

For over four decades, the Century nameplate has played an important role in Toyota’s lineup. Launched in 1967 as a low-volume luxury sedan symbolizing exclusiveness, serenity and hand-crafted quality, the first Century became synonymous with senior government officials and taxiing chauffeurs in Japan. Instead of relying on high style as in many luxury cars, the Century became known as an elegant and discreet car with refined fit and finish and royal traveling comfort.

Important Milestones in Century’s History:

• 1967 marked the introduction of the original Century sedan
• The nameplate became associated with Japanese corporate and official transport
• The third-generation sedan arrived in 2018
• The Century SUV was unveiled in 2023
• The standalone Century brand was announced in October 2025

History is, Century has a world renowned reputation that would be difficult for a new luxury marque to develop in a relatively short time scale. Established over a period of decades, the marque has been built on a low volume production history with luxurious hand craftsmanship and major emphasis on top end refinement. Toyota can, however, utilise the marque’s past heritage to enable Century to position itself as a real luxury marque, and to develop this further into a truly Japanese identity marque. It may take time to appeal to buyers around the world though, as the marque previously only targeted Japanese consumers as it’s a country based marque.

5. The Century Sedan and SUV Expand the Luxury Portfolio

Century, now a brand in its own right, is based on the same model found in its existing lineup rather than from a wholly new vehicle. The Sedan Century still maintains the picture of formality that the traditional sedan has built for bringing its guest with a luxury image while the Century SUV still offers up a different body style option for customers who want to get up higher and gain more presence on the road. In 2023, the Century SUV proved to be an evolution of its own to go beyond the sedan.

Century’s Existing and Emerging Vehicle Directions:

• The traditional sedan emphasises formal luxury and rear-seat comfort
• The Century SUV brings a taller and more contemporary body style
• Chauffeur-focused design remains central to the brand identity
• Hand-finished details help distinguish Century from conventional premium models
• Future concepts may expand the range into additional body styles

Offering consumers the option of a variety of body styles is a good way for Century to cater to the shifting market for luxury cars. Consumer choice can be offered by providing a traditional luxury style for people who value the prestige and class of a luxury sedan, and a more spacious and versatile SUV that can include a different design, body or interior. Because it has a standalone existence, Toyota can find greater scope for designing individual models to appeal to a variety of customers. This means that Century could attract a broader field of luxury consumer without compromising its exclusivity and separate Japanese heritage. Century could also increase the number of unique models or designs that are capable of accommodating the high quality interiors and extras that would appeal to the discerning luxury car buyer.

6. Century’s Ambition to Compete in the Ultra-Luxury Segment

Adopting the high-riding configuration elevates the brand into a class that is populated by ultra-luxury manufacturers including Rolls-Royce, Bentley and Mercedes-Maybach. To compete in this part of the market an ultra-luxury brand needs more than just expensive cars or striking shapes. Customers will demand bespoke trims and features, tightly controlled ownership experiences, direct customer service and a compelling story of history. By leveraging Century’s Japanese origin and legendary status, moving into global ultra-luxury territory will involve a much more significant investment in those requirements.

Factors That Could Shape Century’s Market Position:

• Exclusive vehicle designs and carefully finished interiors
• Extensive personalisation and bespoke commission opportunities
• Emphasis on rear-seat comfort and chauffeur-driven travel
• A distinctive Japanese cultural identity
• Specialised sales, delivery and after-sales customer experiences

Based on the foundation of ‘One of One’, Century’s mission statement is an outlook of exclusivity, superlative craftsmanship and total customization. To realise this vision of total perfection, Century will have to continue focusing on delivering outstanding quality, in order to cater to the needs of the image-conscious ultra-luxury market. Its low volume manufacturing capability, tailoring and flexibility along with its focus on quality and service will further endorse its already differentiated image. Century will have to maintain its excellence in quality and have to offer additional exclusive ownership experiences, in order to build a more formidable presence in the 911- models luxury auto segment.

7. Century One of One Concept and Bespoke Personalisation

As a preview of the possible design language of the marque, Toyota displayed the Century One of One concept at the Japan Mobility Show. It showed that the nameplate is open to more radical proportions and body styles instead of restricting itself to the existing sedan and SUV formats. Toyota has also previously shown interest in customised versions, including a Century SUV convertible created for special ceremonial duties.

Potential Directions for Century Customisation:

• Distinctive body styles beyond conventional luxury sedans
• Special exterior finishes and individual design details
• Carefully selected cabin materials and bespoke interior treatments
• Custom vehicles developed for particular customers or occasions
• Personalisation programmes designed around individual preferences

We should interpret this as an outline of what is possible, not an indication that we will see all of these vehicles manufactured. That said, we can learn about the way Century could have per products based on an individual’s preferences. In short, buyers may be able to select vehicles that reflect their needs and desires more than they could factory options. Incorporating individualisation in its products, offering premium designs and custom touch, Century could enhance the exclusive feeling of its vehicles and build its unique identity.

8. Lexus Gains More Freedom to Explore New Luxury Concepts

As Century becomes Toyota’s most exclusive model, Lexus will have room for a slightly broader scope of what we might think of as modern luxury. “Lexus has the kind of licence to do things a little differently,” said Simon Humphries, Toyota’s chief branding officer and design director. “Now Lexus can spread its wings with different body types, even more technology and interesting customer experiences, without having to compete head-on with Century’s passengers.”

New Opportunities for Lexus:

• Explore unconventional luxury vehicle designs
• Develop future mobility concepts beyond traditional sedans
• Continue investing in advanced technology and electrification
• Introduce new services and customer experiences
• Strengthen its identity through the philosophy of “Discover”

This at least allows Lexus to more clearly differentiate itself in Toyota’s range of brands. Instead of trying to target a full range of high-end luxury vehicles, Lexus can focus on premium, modern, tech-savvy vehicles, that are also usable on a daily basis. Century could then turn its attention to a more specialised range of vehicles, built for individuals who want even greater levels of comfort, exclusivity, and luxury, including a number of bespoke services, alongside the limited run vehicles already present. This would allow both companies to find their own path and to cater to different expectations of luxury, which might even inspire Lexus to push out into more new territory in the future, with new ideas and new technology.

9. Lexus LS Concept and the Future of Luxury Mobility

The car Lexus brought to the Japan Mobility Show signalled that the luxury brand is now open to rethinking how a luxury vehicle should be designed. The concept, complete with an unusual six-wheel layout, three-row seating and all-electric powertrain, strayed from the conventional luxury executive sedan formula to consider whether luxury could be used to create a luxury mobility environment instead.Since the LS Concept is a concept car, it does not reflect any production car’s specifications and specifications or any specific production plans.

Notable Aspects of the Lexus LS Concept:

• A distinctive six-wheeled vehicle layout
• Three rows designed around passenger accommodation
• An all-electric concept focused on future mobility
• An unconventional alternative to the traditional flagship sedan
• A design direction that emphasises space and passenger experience

The concept car is intended to show the creative freedom and design leadership that Lexus is seeking to bring to life. Throughout this process, the concept cars will serve as a powerful way for the brand to understand how the nature of luxury mobility will change as electrification, shifting customer expectations and new vehicle architecture continue to influence the industry. Lexus can also experiment with advanced technologies, next-generation luxury cabins, and alternative shapes for the vehicles themselves.

10. Global Expansion Plans and Century’s Future Market Availability

While Toyota did set up a stand alone ultra-luxury brand called Century, its plans for a global retail network will need to be examined on a different level. Because of its new position, Century vehicles will not necessarily be sold in every market. To do so would be to have to weigh such issues as customer demand, vehicle specifications, dealer plans, servicing, and the customer experience for such a specialised product as a car that would sit at the most opulent end of the luxury scale. Toyota’s announcement indicated only the strategy, not the actual global retailing plan.

Key Considerations for Century’s International Growth:

• Confirmed retail markets and official launch announcements
• Local vehicle regulations and homologation requirements
• Availability of specialised sales and customer support
• Long-term servicing and ownership arrangements
• International brand recognition and demand for bespoke vehicles

For non-Japanese buyers, the surest way to buy one of these vehicles is from an official Toyota or Century source for their own country. Pricing, release dates and availability in a region, do not assume any of this until Toyota or Century officially states so. Creating a global luxury brand takes some time, and the customer experience will be just as crucial.But by effectively swapping Century and Lexus, Toyota is making a bold statement about where it is taking luxury. With a new brand behind it, Century can focus on being a strictly chauffeur-based brand, while letting Lexus make a more distinct impression in the rapidly changing world of premium mobility. The five-brand scheme also helps explain what role each will play among Toyota and Daihatsu, which are part of the same corporate family.